Virtual
From MQLs to ABM to Buying Groups: The Evolution of B2B GTM Strategy
B2B go-to-market strategies have evolved from MQL-based motions to Account-Based Marketing (ABM) to today’s more sophisticated Buying Groups approach.But which strategy is right for your business, and how do you ensure sales and marketing align in a way that maximizes revenue impact?In this expert-led webinar, you’ll learn how to shift from a reactive, lead-based model to proactive, engagement-savvy account-based and Buying Groups strategies, leveraging technology, intent data, and marketing insights to drive more pipeline and accelerate revenue.
Key Discussion Topics:
- The anatomy of a target account – Understanding key personas, Buying Groups, and how to align outreach.
- Target account research & outbound best practices – Using marketing insights and intent data to engage the right people at the right time.
- The shift from lead-based to account-based selling – How technology and data can help prioritize, personalize, and scale your GTM motion.
Speakers:
- Amy Hawthorne, Principal Analyst, Forrester (Moderator)
- Jean Cameron, Sr. Director, Field and Partner Marketing, Demandbase
- Jim Bell, Chief Marketing Officer, LeanData